Christopher tm Herdt (cherdt) wrote,
Christopher tm Herdt

Acer Aspire - A Tangle of Wires

Here's another advertisement that really struck me as sub-par:
Acer Aspire Advertisement from The Wall Street Journal

The major problem, of course, is the series of curved lines surrounding the laptop. Maybe it is supposed to evoke action, or just look like a clever design element, but to me it looks like one thing: a mess of computer cables. That's exactly what you don't want people to associate with a laptop. Did anyone review this ad? Did no one think to point out this problem?

The bold nature is a bit strange, too. What exactly are they trying to emphasize? I don't get it.

Moving right along, check out some of the bullet points:
  • Holographic cover
    Holograms, those are cool. Like those stickers that Upper Deck put on their baseball cards, right? Very futuristic, I get it.
  • Dolby® Home Theater™ audio system
    Home Theater audio, from a laptop? Don't you need 5 or 6 speakers placed strategically around a room to get home theater audio? I don't get it.
  • Media Flow lighting enhancements
    Media Flow lighting? OK, you guys are seriously making things up. Why don't you run a second ad campaign to explain what Media Flow lighting is, and then maybe I'll understand why it's a good thing that your laptop has it.
  • Ceramic finished keyboard
    Is that a good thing? I have no idea. My co-worker said, "Sounds heavy."
  • CrystalBrite display
    CrystalBrite display—I think I played with one of those when I was a kid. The little translucent pegs that you create images with, right? The box showed a kid making a clown? Wait, that was Lite-Brite. OK, I don't know what CrystalBrite is either, but I'm very impressed that this computer has both Media Flow lighting and a CrystalBrite display

I've had a long-standing disdain for all things Acer that goes back to 1996 and my tech support days at TechTeam, so maybe that's why I chose to nitpick this particular ad. But I like to think that there is something particularly glaring about how ineffective this ad is.

I recently read an applicable quote that impressed me: "Advertising is a tax you pay for unremarkable thinking." All of these crummy products cost us more so they can pay for crummy advertising.
Tags: advertising

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